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Google’s Policies on Pop-Up Ads, and the Shift in Online Marketing
Recently, Google announced a policy update regarding pop-ups, which will help mobile users to access and read their content more easily. In short, intrusive, full-screen and obstructing pop-ups will detract from a website’s Google Search ranking.
This latest insight into the Google scoring algorithm reflects the necessity for nuanced Pop-ups and thoughtful advertising in a time where vulgar and extreme marketing is punished. Ultimately, it emphasizes a shift in digital marketing towards Inbound strategies, and the need to be as insightful and technologically empowered as ever, when dealing with the growing internet driven markets.
„Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.” source
What Exactly is the Policy Change?
Firstly, it must be clarified that Google will not reject every pop-up it encounters, but will only consider those which fit in a subset of extreme pop-ups, defined below.
source: Webmasters Google Blog
These images above are examples of intrusive pop-ups. They either cover significant content of the website, require closing before granting access to the content, or open up a few seconds after the user opens the page. In all these cases, the user’s view is interrupted by these windows.
source: Webmasters Google Blog
However, besides these obstructive cases, there are many pop-ups that Google accepts. Among them are pop-ups shown on the image above. For Age verification, agreement of cookie usage, or any that are floating on the screen and are not distracting the user.
Essentially, those which are not extremely intrusive are completely fine, and will not be negatively impacted by this policy. Their Google Presence will be safe. This is inclusive of the CallPage widget, which is a Pop-up designed to complement the user experience, dynamic and customizable to the company’s liking. In any case, it does not intrude on the website content and timing- in a way that will be affected by this new Google policy.
The Future of the Pop-up.
It’s often associated with spam and has been exploited by automation, filling websites and viewers to irritating extents. Google’s ruling in 2017 will refine the creation of pop-ups. In any sort of practice, there is no tolerance for extreme habits, and the creation of repetitive, endless and abundant pop-ups is an epitome of this. It is no surprise that this ruling has been made.
And although this news and the obstructive pop-up presence adds to the negative stigma surrounding pop-ups, it is still recognized by Google and the internet community, as a tool which complements your website experience if done properly. The necessity of thoughtful marketing becomes clear in 2017 more than ever when society increasingly rejects the methods of bombarding a website visitor with pop-ups. It is the oft mistake to use simplistic, unfruitful quantity over quality.
A shift towards inbound marketing.
With lesser opportunities to overwhelm the consumer with repetitive, and an abundance of adverts, it is clear that inbound marketing is becoming the most effective method of generating leads, even in an online dominated space.
With the utilization of behavior analytics, culture and sociology, it is possible to draw potential consumers inwards and generate leads which eventuate in sales. Not only is this approach more altruistic and less annoying, but it is also proving much more effective with the clear negative social response to spam.
CallPage adopts its own “Scoring System”, to critically analyze visitor’s behavior before the widget provides the pop-up to the viewer. The company is founded on the belief that communication is essential, humanized, and can be optimized through a unification of data analytics, the speed of technology and compassion. Striving to provide the best marketing strategy, the latest Google Policy reinforces the CallPage strategy and brings light to the future of thoughtful pop-ups.
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Agnieszka Włodarczyk, Wioleta Szybowska